The supermum is dead

By Melinda Ayre| 2 years ago

Aussie mums are doing their best, not 'doing it all'

New research out today reveals the stereotypical frazzled ‘supermum’ is long gone, having been replaced by a newfound modern 'mindful mum'. And not all advertisers and marketers are keeping in step with this current contented and more realistic Aussie mother.

The longitudinal study by 9Honey in collaboration with Hoop Research Group, closely examined the evolving behaviours of Australian mothers over five years and found a profound shift in attitude from ‘doing it all’ to ‘doing their best’.

Mums are starting to realise they can’t do everything themselves, with 85 percent of them believing me-time is crucial and Aussie mums relinquishing the role of Supermum by delegating tasks to partners and family members.

“I delegate things and empower others to do things instead of trying to be Superwoman,” said Aussie mother and participant, Cherrie.

“Too often the media and adland presents us with this image of an overworked, underappreciated Aussie mum,” said Kerri Elstub, Network Editor of 9Honey. “The reality is that most Aussie mums love their role and do generally feel like they are getting support and appreciation.”

The research also revealed Aussie mums are happier than ever – with 85 percent content being a mum. And gone are the days of daddy-dominated decision making – 63 percent of mothers control the household finances.

Another key trend highlighted by the study, is the concept of the ageless mummy. With a trend toward having children later in life, women are having their first child across a very broad age range.

Lizzie Young, Nine’s Director of Innovation, Partnerships and Experience, said that with more than 6.2 million mums in Australia it was important for marketers to reach this audience across a variety of platforms, in a tone that was both respectful and showed they understood their situation.

“Our research shows the importance of connecting with this audience on their terms,” said Young. “The study has provided fantastic insight into the current mindset of Aussie mums, which has informed the development of a better way to genuinely connect with these women.”

Nine’s Head of Lifestyle, Helen McCabe, said it was this shift in the female audiences online that had led to the launch of the leading online women’s network, 9Honey, last November.

Since its launch, 9Honey has consistently drawn audiences of around 1.44 million Australians, making it one of the top online destinations for reaching women in Australia.

“The research underpins the values and spirit of the content on 9Mums. We are happy, we celebrate good role models, we admit when we get it wrong and we have a laugh,” concludes McCabe.